A company logo is a big part of your brand and helps people recognize and remember you and what you stand for. However, there may come a time when redesigning your logo is inevitable. It may be simply outdated, does not represent your company values anymore or is just part of a general rebranding strategy. Whatever the reason, redesigning your logo should never be taken lightly. There are several things to consider in order to avoid losing customers in the process.
1. Explore your WHY
In order to develop the right marketing strategy for your new logo, you first need to be very clear about the reason for changing it in the first place. Have you expended, or taken on new products and services that are not reflected in the old logo anymore? Is your current logo outdated or unsuitable to be used across multi-media advertising channels? Your why will help you promote the new logo to existing and potential new customers. It will also be helpful when designing a new logo and give you ideas of what you want to incorporate.
Some business owners are wary of changing their logo, fearful that their identity may be lost or confused. But a change in logo design is something that many huge corporations do over the years. Consider the Ford Motor Company, which has used 13 different logo designs from 1903 to the present day.
2. Decide on WHAT
Whatever your reason for changing your logo, this reason should be reflected in the new design. Whether it is a more digital-friendly version, an update on your products and services or a way to showcase your company’s modernized core values, consider how any of these can be incorporated into the new look. When creating a new logo, you should also keep your long-term goals in mind as you want your logo to stick around for many years. You can see the old and new logos for the boat dealership, Marine North. The old logo had been around in various forms for over 20 years but no longer represented the company well. We redesigned the logo to project a more modern, professional image.
3. Check out the competition
You want your logo to be unique, reflecting the personality of your company. However, depending on your industry you may find it challenging to put everything you want into one little logo and still stand out from the crowd. It pays to check out what the competition is doing in order to avoid double-ups or similarities that will confuse your audience.
4. Know your audience
The better you know who you want your logo to attract, the better the design will be for your brand. Think about your ideal customers’ age and gender, lifestyle, shopping habits and personal needs. All of these things should influence the design of your new logo so your customers can identify and create a bond with the logo and ultimately your brand and company. A great way to make sure your audience is on board with the changes is to include them in the redesign. Ask them for feedback on how they perceive your company, what they value most and where they think change is most needed.
5. Keep it simple
The best logos convey a strong message through very simple designs. Logos that are too complex or use too many different fonts, images and colours are harder to remember and will only create confusion among those looking at them. The clearer and cleaner your design, the more modern and organized the image of your brand will be. Consider the two logos below. The first is Apple Computer Company’s first logo back in 1978. It’s incredibly detailed. The one on the right is the most recent version of their logo.
A logo should not be a picture or a photograph. It is an impression of your company that should be easily recognisable.
6. Set your budget
Depending on the scale your business is operating on, changing a logo may not be cheap. Consider how urgent the redesign is and set aside a budget and a timeline. Keep in mind that you will want to use your logo across all advertising channels, from business cards and stationery to email signatures, websites, social media and more. Calling in an expert to help redesign your logo will ensure it looks perfect whether it is a tiny part of a letterhead or a full-width website banner.
If you feel like it’s time to take a closer look at your company logo or you have already decided yours needs an overhaul, speak to the friendly team at Energise Web today.